Resources Library by ANA

The Produmer

The fact that certain forms of behaviour were, right from the start, labelled "consumption", while those adopting this behaviour were labelled "consumers", has had weighty consequences for the development of marketing theory. In this article, we...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Andrea Semprini

June 15, 1989

Is marketing keeping one step ahead of the changing consumer?

Today, there is a parallel demographic change occurring in Canada and the United States which, for many decades to come, will have major implications for the marketing of consumer products in these two countries. The age structures of the Canadian...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Thomas E. Muller

June 15, 1989

The ten C's

For some years now, people have been studying the trends underlying the changes taking place in today's society and developing what has become a real research technique: "socio- trends analysis". A number of studies have been carried out rising this...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Vanni Codeluppi, Daniel Weber

Company: RISC International (Europe) SA

June 15, 1989

Segmentation by lifestyle of the consumers in Barcelona's metropolitan area

In the present paper the main findings from a study done in Barcelona's Metropolitan Area are presented with the purpose of determining the most important existing segments by lifestyles and the implications of these styles in the future of...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: Guillermo Cisneros, Lluis Martinez-Ribes

June 15, 1989

The added value of a two year guarantee

This paper concentrates on two main areas - the positioning of a furniture retail store using the added value of a two year guarantee on all products and a suggested typology of shoppers. In 1975 it was decided to position the Morkels furniture...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: John Rice, Derek Russell

June 15, 1989

Diamonds

The measurement of acquisition of jewellery containing new diamonds by consumers in the major jewellery markets worldwide forms a key part of the monitoring process undertaken by the CSO in order to plan the flow of rough diamonds from the producers...

Catalogue: ESOMAR Congress 1988

Authors: Rita Gallinari, Stephen Kelly

September 1, 1988

The contribution of consumer research to the development of an international advertising campaign: The man from del Monte

This paper describes the major contribution made by consumer research to the development and evaluation of an international advertising campaign which has now run successfully in nine countries. The research contribution covers both pre-testing and...

Catalogue: ESOMAR Congress 1988

Author: D. Jerry Lovatt

September 1, 1988

The European up-scale consumers...Ready to use the services of foreign banks

The opening of the European market in 1992 induces a lot of companies to wonder about the opportunities it would imply for them. Yet, in the assumption that these opportunities actually exist, they would be really available not only for them but also...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Geneviève van Kesteren, Jacques Maringe

June 15, 1988

Linkages

The linkage approach offers the potential solution to the continuing challenge of better understanding the consumer; the ideal that we strive for -- the ability to identify, describe and track consumers at the individual level. The proliferation of...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Lynn S. Whitton

Company: American Express Company

June 15, 1988